Privacy Policy

Privacy policy on the processing of personal data. Effective as of 15 september 2025

INTRODUCTION

This information takes into account the provisions of the Regulation (EU) 2016/679 of the European Parliament and of the Council of 27 April 2016 (GDPR) and of the Privacy Code (Legislative Decree 30 June 2003 n. 196). The document has also been drafted in accordance with the Guidelines of the Privacy Guarantor (especially the Guidelines for combating spam issued by the Privacy Guarantor on July 4, 2013).

Data Controller: Mariana Carrera Diaz de Ita, Via Cenisio 57, Milano (MI) Italy, VAT Number: IT11364750965, Email: info@amaranthinelingerie.com, Telephone: +39 3665051261

Site to which this privacy policy refers:https://amaranthinelingerie.com/ 

The Data Controller has not appointed a DPO. Therefore, you may send any inquiries directly to the Data Controller.

GENERAL INFORMATION

This document describes how the Data Controller processes your personal data.

The following describes the main processing of your personal data. In particular, we explain the legal basis of the processing, whether the provision of personal data is compulsory and the consequences of not providing personal data. To better describe your rights, if necessary, we have specified if and when a certain processing of personal data is not carried out.

The Site may contain links to third-party websites. The Data Controller is not responsible for the privacy practices, content, or services of these third parties, and encourages users to review their privacy policies before providing personal data.

Site registration

The information and data requested in case of registration will be used to allow you both to access the private area of the Site and to use the online services offered by the Data Controller to registered users. The legal basis of the processing is the need for the Data Controller to execute pre-contractual measures taken at the request of the data subject. The conferment of data is optional. However, your refusal to provide the data will make it impossible to register on the Site.

Purchases on the Site

Your personal data will be processed to allow you to make purchases on the Site. in the case of making an online purchase order, to allow the conclusion of the purchase contract and the proper execution of transactions related to the same (and, if necessary under the legislation, to fulfill tax obligations). This treatment of personal data also includes the possibility of sending communications (e.g. tracking, order information and requests for reviews) via automated tools such as email and/or SMS and/or WhatsApp. The legal basis for the processing is the obligation of the Data Controller to execute the contract with the data subject or to comply with legal obligations. Apart from the above (and therefore your consent), the Data Controller may process your data for the purpose of so-called "soft-spam", governed by art. 130 of the Privacy Code. This means that limited to the email you provided in the context of a purchase through the Site, the Data Controller will process the email to allow direct offers from similar products/services, unless you object to such processing in the manner provided by this policy. The legal basis for processing is the legitimate interest of the Data Controller to send this type of communication. This legitimate interest can be considered equivalent to the interest of the data subject in receiving "soft-spam" communications.The Data Controller may send emails to remind the user to complete a purchase. The legal basis for this processing is the legitimate interest of the Data Controller in sending this type of communication. Through the "follow on shop" option, the Data Controller may process your personal data to send updates via email and/or telephone (depending on the options available on the Website) regarding order status, shipments, and/or supplies. The legal basis for this processing is the Data Controller's legitimate interest in sending this type of communication. This interest is equivalent to your interest in receiving this type of updates. Providing personal data for this purpose is optional. However, if personal data is not provided, it will not be possible for the Data Controller to send this type of communication.

Accepted payment methods and third-party services

Accepted payment methods include: PayPal, Apple Pay, Google Pay, Klarna, American Express, MasterCard, Maestro, and Visa. Payment and billing data are shared only with the relevant payment processors and financial institutions strictly for the purpose of executing your transaction.

The Data Controller may also use third-party services, including:

  • Shopify Inc. (e-commerce platform and secure data storage)

  • CRM and email marketing platforms (e.g., Mailchimp)

  • Shipping carriers (e.g., DHL, UPS, Poste Italiane)

  • Analytics services (Google Analytics)

  • GDPR-compliant Shopify apps for functionality

These third-party services process personal data strictly for the purposes for which they were engaged by the Data Controller.

Answering your requests

Your data will be processed to respond to your requests for information. The conferment is optional, but your refusal will make it impossible for the Data Controller to answer your questions. The legal basis for the processing is the legitimate interest of the Data Controller in fulfilling your requests. This legitimate interest is equivalent to the user's interest in receiving a response to communications sent to the Data Controller.

Marketing

Subject to your consent, the Data Controller may process the personal data provided by you in order to send you advertising material and/or newsletters relating to its own products or those of third parties. The legal basis of this treatment is your consent. The provision of personal data for this purpose is purely optional. Failure to consent to the processing of data for marketing purposes will make it impossible for you to receive advertising material relating to products/services of the Data Controller and/or third parties, as well as making it impossible for the Data Controller to carry out market surveys, also aimed at assessing the degree of user satisfaction, and to send you newsletters. These communications will be sent to your e-mail. We use Google services, such as Google Ads and Google Analytics, to personalize advertisements and enhance user experience. This includes the collection of personal data and cookies, used to show you ads that match your preferences. Upon consent, you will be asked to authorize the use of this data. More details on cookie usage and consent management can be found in this website's cookie policy. The Data Controller may place cookies or use similar tracking technologies to monitor user behavior on the Site. Processing is based on consent where required by law. Detailed information is available in our Cookie Policy.

The Data Controller will only place cookies and similar tracking technologies on your device after obtaining your consent, where required by law. Functional cookies necessary for the operation of the Site may be placed without consent, but analytics and advertising cookies will only be used with your explicit authorization. More details can be found in our Cookie Policy.

Profiling

Subject to your consent, the Data Controller may process your personal data for profiling purposes, i.e. for the analysis of your consumption choices by revealing the type and frequency of purchases made by you, in order to send you advertising material and/or newsletters relating to its own products or third parties, of your specific interest. The legal basis of this treatment is your consent. The provision of data for this purpose is purely optional. Failure to consent to the processing of your personal data for profiling purposes will make it impossible for the Data Controller to elaborate your commercial profile, through the detection of your choices and buying habits and to send you advertising material about products of the Data Controller and/or third parties, of your specific interest. These communications will be sent to your e-mail.

You have the right to object, at any time, to decisions based solely on automated processing, including profiling, that significantly affect you.

You have the right not to be subject to decisions based solely on automated processing, including profiling, which produce legal effects concerning you or similarly significantly affect you. Where such processing occurs, you may request human intervention and contest the decision.

Data transfer

The Data Controller does not transfer your personal data to third parties.

Geolocalization

The Site does not implement tools to geolocate the user's IP address.

Curriculum Vitae

It is not possible to send CVs via the Website. Your data will therefore not be processed for these purposes.

Booking Service

There are no third-party appointment booking systems active on the Site. Therefore, your data will not be processed for this purpose. In any case, you can always contact the Data Controller at the contacts indicated in the heading.

Photographs and videos

The Data Controller does not request the publication of photographs and/or videos of you. Therefore, your data will not be processed for these purposes.

Web scraping

The use of any automated process or system to access, acquire, copy, or monitor any part of our website, including, but not limited to, web scraping, crawling, or spidering techniques, is expressly prohibited. The Data Controller reserves the right to take all necessary measures, including legal action, to prevent and prosecute any unauthorised scraping activities. By using the Site, the user or any third party agrees not to: (i) use automated systems, such as bots, scrapers, or spiders, to access or interact with the Site; (ii) collect content, data, or other information on the Site without express written permission; (iii) distribute, display, publish, or otherwise use content acquired through scraping techniques without consent. Any breach of this clause will be considered a material breach of the terms of use of the Site and will result in appropriate action being taken, including the possible suspension of access to the Site and the taking of legal action to protect the interests of the Data Controller.

Communication of personal data

As part of its ordinary business, the Data Controller may communicate your personal data to certain categories of subjects. In article 2 you can find the list of subjects to which the Data Controller communicates your personal data. In order to facilitate the protection of your rights, Article 2 may specify in certain cases when your data is not communicated to third parties.

The "communication" of personal data to third parties is different from the "transfer" (governed by the preceding point). In fact, in the communication the third party to whom the data is transmitted can use it only for the specific purposes described in the relationship with the Data Controller. In the transfer, instead, the third party becomes the autonomous Data Controller. Moreover, to transfer your personal data to third parties is always required your consent.

Without prejudice to the foregoing, it is understood that the Data Controller may still use your personal data in order to correctly fulfill the obligations provided for by the laws in force.


PRIVACY POLICY

Art. 1 Method of processing

1.1 The processing of your personal data will be mainly carried out with the help of electronic or automated means, according to the methods and with the tools suitable to ensure their security and confidentiality.

1.2 The information acquired and the methods of treatment will be relevant and not excessive in relation to the type of services rendered. Your data will also be managed and protected in secure computer environments appropriate to the circumstances.

1.3 Through the Site are not processed "special data". Particular data are those that can reveal racial and ethnic origin, religious, philosophical or other beliefs, political opinions, membership of parties, trade unions, associations or organizations of a religious, philosophical, political or trade union, health and sex life.

1.4 No judicial data is processed through the Site.

Art. 2 Communication of personal data

The Data Controller may communicate your personal data to certain categories of subjects. The subjects to whom the Data Controller reserves the right to communicate your data are indicated below:

  • The Data Controller may communicate your personal data to all those subjects (including Public Authorities) who have access to personal data by virtue of regulatory or administrative measures.
  • Your personal data may also be disclosed to all those public and / or private individuals and / or legal entities (legal, administrative and tax, judicial offices, Chambers of Commerce, Chambers and Offices of Labor, etc..), if the communication is necessary or functional to the proper fulfillment of obligations under the law.
  • The Data Controller uses employees and/or collaborators in any capacity. For the proper functioning of the Site, the Data Controller may communicate your personal data to these employees and/or collaborators.
  • In its ordinary activity of managing the Site, the Data Controller makes use of companies, consultants or professionals in charge of the installation, maintenance, updating and, in general, the management of the hardware and software of the Data Controller or which the latter uses for the provision of its services. Therefore, only with reference to these purposes, your data may also be processed by these subjects.
  • In order to send its communications, the Data Controller uses external companies in charge of sending this type of communication (CRM platforms). Your personal data (in particular your email) may therefore be communicated to these companies.
  • The Data Controller does not use external companies to provide customer care services. Therefore, your personal data will not be processed for this purpose.
  • The Data Controller utilizes banking institutions and companies that manage national and international payment networks for online payments of products and services purchased through the Website.
  • The purchaser's personal data may be communicated to post offices, couriers or forwarding agents responsible for the delivery of the Products purchased through the Site.

The Data Controller reserves the right to modify the above list in accordance with its ordinary operations. Therefore, you are invited to regularly access this information to check to which subjects the Data Controller communicates your personal data.

Art. 3 Personal data retention

3.1 This article describes how long the Data Controller reserves the right to retain your personal data.

  • User data will be kept only for the time necessary to ensure the proper provision of the services offered through the Site.
  • For marketing purposes, personal data will be kept until consent is revoked. For inactive users, personal data will be deleted after one year from the sending of the last email eventually viewed.
  • For the purpose of executing the sales contract, the data will be kept for 10 years from the date of receipt of the purchase order. This is to allow the Data Controller to exercise its right of defence and to prove the Seller has performed its duties.
  • For customer care purposes, data will be deleted once the service is completed and, in any case, within a maximum period of 3 months after the last exchange of e-mails with the person concerned.
  • As provided for in Article 2220 of the Civil Code, invoices, as well as all accounting records in general, are kept for a minimum period of ten years from the date of registration, so that they can be presented in the event of an audit.
  • Through the Website (or by requesting it from the Data Controller), it is possible to delete the user's account. In this case, all stored personal data will be deleted and will not be retained by the Data Controller for any purpose.
  • If you have activated the option to be updated on orders, shipments, and/or supplies, your personal data will be stored for this purpose exclusively for the time necessary to perform this service.
  • For marketing purposes, unless consent is revoked before, data will be stored for 24 months from the time of submission. After consent revocation or the end of the 24-month period, personal data will be deleted and no longer used for marketing purposes.
  • The personal data provided through the quote request form will be retained for the time strictly necessary to respond to the request and, in any case, for no longer than 6 months from receipt. After this period, the data will be deleted or anonymised, unless legal obligations require a longer retention period.
  • For marketing purposes, "profiling," unless consent is revoked before, data will be stored for 12 months from the time of submission. After consent revocation or the end of the 12-month period, personal data will be deleted and no longer used for this purpose.

3.2 Without prejudice to the provisions of Article 3.1, the Data Controller may retain your personal data for the time required by specific regulations, as amended from time to time.

Art. 4 Transfer of personal data

4.1 The Data Controller is located in a country that has an adequate level of security from a regulatory standpoint. If the transfer of your personal data takes place to a non-EU country and for which the European Commission has expressed a judgment of adequacy, the transfer is deemed safe from a regulatory standpoint in any case. This article 4.1 indicates from time to time the countries where your personal data may possibly be transferred and where the European Commission has expressed a judgment of adequacy.

  • You are therefore invited to access this article regularly to check whether the transfer of your personal data takes place in a country with these characteristics.

4.2 Without prejudice to what is stated in article 4.1, your data may also be transferred to countries outside the EU for which the European Commission has not issued an adequacy opinion. You are therefore invited to regularly review this article 4.2 to find out to which of these countries your data may be transferred.

4.3 In this article, the Data Controller indicates the countries in which it may specifically direct its activities. This circumstance may imply the application of the legislation of the reference country, together with that which governs the relationship with the user as indicated in the Preamble. 

  • The Site processes personal data of individuals located in Australia. This notice has been prepared taking into account the provisions of Australian national and federal legislation. In particular, reference is made to the Federal Privacy Act 1988 (Cth) (Privacy Act) and the Australian Privacy Principles (APPs).
  • The Site also handles personal data of Brazilian users. Brazilian users are informed that this privacy policy complies with the provisions of the Brazilian Law on Personal Data Protection (LGPD), which came into force on September 18, 2020. Therefore, all the above-mentioned regulations apply.
  • The Site also handles personal data of Canadian users. Therefore, Canadian users are advised that this privacy policy also complies with the Personal Information Protection and Electronic Documents Act.
  • The California Consumer Privacy Act (CCPA) is a California law that was passed in June 2018. The Data Controller processes personal data of California users under this law. The user is informed that the personal data processed are those communicated on the Site to allow the execution of the contract. The user may exercise their rights under the CCPA by contacting the Data Controller at the contact details published in the foreword.
  • The Nevada Privacy Law (Senate Bill 220) is a piece of legislation in Nevada, enacted in 2019, aimed at protecting the privacy of user data. The Data Controller manages the personal data of users in Nevada in line with this legislation. Users are notified that the personal data being handled are those provided through the Site to facilitate the contract’s fulfillment. Users can avail themselves of the rights guaranteed by the Nevada Privacy Law by reaching out to the Data Controller using the contact information provided earlier.
  • The Personal Data Protection Act (PDPA) is a Singaporean regulation that governs the protection of users' personal data. In compliance with the PDPA, the Data Controller commits to responsibly managing the personal data of Singaporean users collected through the Site, to ensure proper fulfillment of the contract. Users are informed that they can exercise the rights stipulated by the PDPA by contacting the Data Controller using the contact details provided earlier.
  • Please be informed that for users residing in the State of Connecticut, the Data Controller closely adheres to the Connecticut Consumer Data Privacy Act (CTDPA), which took effect on July 1, 2023, in processing personal data collected through the Site. This law was established to safeguard consumer data privacy. Users residing in Connecticut can exercise the rights guaranteed by the CTDPA by contacting the Data Controller using the contact details provided.

Art. 5 Data Security and Breach Notification

The Data Controller applies appropriate technical and organizational measures to ensure the security of your personal data, including:

  • SSL encryption

  • Firewalls, access restrictions, secure servers

  • PCI-DSS compliant payment processing

  • Additional internal safeguards

In the event of a personal data breach, the Data Controller will promptly notify affected users and the relevant supervisory authorities in accordance with applicable laws.

Art. 6. Your rights

The Data Controller informs you that you have the right:

  • to request from the Data Controller access to your personal data and the rectification or erasure of the same or the restriction of the processing thereof or to object to the processing thereof, in addition to the right to data portability
  • revoke consent at any time without affecting the lawfulness of the processing based on the consent given before revocation
  • to lodge a complaint with a supervisory authority (e.g. the Italian Data Protection Authority).
  • Users residing in any country may exercise their rights under applicable data protection laws by contacting the Data Controller at info@amaranthinelingerie.com. The Data Controller will respond in accordance with local legal requirements.

The rights referred to above may be exercised by making a request without formalities to the contacts indicated in the Introduction. 

Art. 7. Amendments

The Data Controller is not responsible for the accuracy of personal data provided by users. Users are responsible for ensuring the information they provide is complete and correct.

The Data Controller reserves the right to make changes to this policy at any time, giving appropriate publicity to users of the Site and ensuring in any case an adequate and similar protection of personal data. In order to view any changes, you are invited to regularly consult this policy. In case of substantial changes to this privacy policy, the Data Controller may give notice of such changes also by email.

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